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Four Tests for Auditioning your Posts

by Randall Craig on September 19, 2014

Filed in: Blog, Blogging, Make It Happen Tipsheet, Social Media

Tagged as: , , ,

Have you ever considered whether you should comment on a post that mentions you or your organization? As a leader, have you ever been concerned that someone in your organization might choose to respond inappropriately?

If so, consider these four tests that a post needs to pass:

  1. Is the post legal? Many organizations operate under laws and regulations that constrain certain types of online responses. Governments, regulators, and financial services organizations clearly fall into this category, but privacy laws impact every organization.  Don’t post if it skirts the law.
  2. Is the post ethical? Each person has their own moral compass, and typically will not do something they feel uncomfortable doing. Individuals may also be constrained by ethical rules imposed by their professional association. Furthermore, most organizations have standards of conduct that govern how employees behave, offline and on.  Don’t post when there are ethical questions about it.
  3. Is this post useful to the intended audience? If it doesn’t add value, it will be ignored. More importantly, each useless post tugs the organization’s brand in the wrong direction.  Only post when you have something valuable to say.
  4. Is this post strategic to the organization? While a post may be useful to the audience, it must also add value to the organization. In other words, what strategic objective does a post achieve?  Only post when there is strategic alignment.

This weeks action plan: Every post, reply, comment, share and retweet needs to audition for a spot on stage.  Look back over the last month, and assess whether your posts get a passing grade. Legal and ethical are easy – the challenge is achieving balance between the last two.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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